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Social media in Spain is evolving with AI-driven content, the rise of short videos on Instagram and TikTok, and innovative ad campaigns like El Corte Inglés' weather-dependent strategy.
We've reached one year of Trends&News! Since then, we've seen many changes take place: the evolution of Twitter to X, the arrival of Threads, and, of course, the unstoppable advancement of AI.
If you've been with us from the beginning, thank you so much for following us! We'd love for you to say hello in the comments and, why not, share us with your contacts.
Now, let's get into Trends&News!
Now that we are at the midpoint of the year, it is a good time to review the trends that are dominating social media in our country. This study reveals that platforms like TikTok and Instagram are users' favorites, with a significant increase in the consumption of short-form videos. In addition, brands are adopting more visual and dynamic strategies to capture the attention of their audiences. These are the main conclusions of the study:
Artificial Intelligence. 59.6% of users consider identity theft and deepfakes as the greatest dangers of AI. However, only 12.2% are concerned about virtual influencers and 14.36% about the loss of creativity.
Content creators: Content creators outperform influencers in trust, with 62% versus 40.3%.
Humor on social media. Humorous content is the most popular (49.9%), followed by educational content (47.43%) and tutorials (37.03%). Interests vary with age, with video games and sports standing out among young people aged 18 to 30.
Executives, the new corporate "influencers": Three out of ten users follow executives on social media, and two out of ten are willing to do so.
Paying to avoid ads. Although the majority would not pay to avoid advertising, 23% of young people aged 18 to 30 are willing to do so, compared to only 14% of those over 56.
Customer Service on Social Media. 56.8% of users have a positive opinion about customer service on social media, although the majority consider it "good, but improvable" (49.7%).
SOCIAL MEDIA
Adam Mosseri, CEO of Instagram, has stated that the platform will reduce long-form video content to focus on shorter, more concise clips. This strategy seeks to increase engagement and user retention and get closer to Instagram's identity since, in Mosseri's words, "it is part of our core identity to connect people with their friends and we don't want to undermine that by dedicating ourselves to long-form videos."
ARTIFICIAL INTELLIGENCE
Who doesn't remember testing their artistic skills (or lack thereof) with Pictionary? Now, the legendary game is being renewed and becomes the first game developed by AI, representing a milestone for the industry. Pictionary Vs. AI uses Google's Quick, Draw! artificial intelligence, trained with millions of drawings submitted by users. The game is played through a web application after scanning a QR code, which ensures simple setup and a hassle-free gaming experience. During the game, the camera focuses solely on the sketch drawn on the whiteboard. The AI then combines the scanned data with the computer's optical recognition to analyze and guess the drawings.
SOCIAL MEDIA
Metricool ES ♾️ has published its latest social media study for 2024, highlighting the growth of new platforms and the evolution of content strategies, underscoring the importance of adapting to emerging trends to stay relevant.
These are some of the study's conclusions:
Instagram Algorithm: Favors smaller accounts with a 791.19% increase in interactions for accounts with fewer than 500 followers.
Short-form video dominance: Growth in publishing reels on Instagram (+8.23%) and TikTok reach (+65.16%).
Decline in Twitch: 40.82% drop in subscriptions and 42.65% in views.
LinkedIn and X: 50.57% increase in interactions on LinkedIn and 8.85% on X.
Some gurus in the sector claim that email marketing is dead.
But…
Brands still keep email marketing very present in their digital sales strategies. So, where do we stand?
At Nömad, we have a different perspective: we believe that email marketing is a powerful channel, but its success depends largely on the product or service you are promoting and how you use it.
Here are the keys to
✅How to do good email marketing.
❌What you should NOT do.💡
And, additionally, we tell you about the most trending customer service platform that you (perhaps) are overlooking.
El Corte Inglés has launched an innovative summer campaign using Pelmorex's CBAT (Condition Based Ad Triggering) technology and weather data from Eltiempo.es. The "Summertime 2024" campaign shows ads only on sunny days, achieving more than 10 million impressions and a 20% increase in the CTR rate compared to previous campaigns.
This strategy demonstrates how weather conditions can be an effective trigger for advertising campaigns, optimizing the performance and relevance of the ads.
